By November 2024 we had been selling gift bundles for two years. They worked — customers bought them, the feedback was good, and they solved the obvious problem of what to give someone who takes outdoor cooking seriously. What we didn’t have was architecture.
Architecture means a range that answers every gifting question. What’s the right gift for £20? For £60? For someone who already owns the apron? For a couple who cook together? For the serious pitmaster in your life? Without a structured range, each of those questions gets an unsatisfying answer — either nothing, or a product that’s almost right.
Mapping the Ladder
November 2024 was when we started mapping what the full gift set range should look like. The logic was straightforward: start at the right entry point and build up, with each tier answering a specific gifting scenario.
- £20 — the right gift for someone you want to impress without overspending: Starter Griller Set (Blade + Skewer, the two tools that solve the most common frustrations)
- £25 — Father’s Day specifically: Father’s Day Griller
- £60 — the occasion-specific set: Kebab Night Set
- £95 — the serious host: BBQ Host Gift Set
- £130 — the complete toolkit: Pitmaster Set
- £175 — couples who cook together: Couples’ Grill Night
- £200 — the premium option for two: Live Fire Hosts
The ladder approach does something important beyond just covering price points: it helps customers make decisions. “What do I spend on this person?” becomes “which tier is right for this relationship?” That’s a different, easier question.
Christmas 2024
The full gift set range wouldn’t launch until March 2026. But Christmas 2024 showed us the demand was real. The Cook and Dine Sets we had in stock sold out in week two of December. The customer who came to the site looking for a Christmas gift for a griller was there — they just needed the right range to find them in.
That was the gap we were building toward.
